文旅农融合视角下乡村民宿发展策略研究——以江门五邑地区为例

On the Development Strategy of Country B&Bs Based on the Integration of Culture,Tourism and Agriculture——A Case Study of the Five Counties of Jiangmen

依托侨乡优质的农文旅资源,在乡村振兴和粤港澳人文湾区建设的推动下,江门五邑地区的乡村民宿逐渐发展壮大,但民宿整体品质不高,主要原因在于没有将这些资源与乡村民宿有效融合。乡村民宿的发展应借力文旅农融合,在产品开发中,强化资源整合意识,优化"民宿+"产品结构,延伸民宿产业链;在产品设计上,凸显"侨"和"乡"的文旅特质,打造本土特色的民宿体验产品;在经营管理中,运用网络新媒体技术创新营销模式,加强移动端线上营销,提升民宿知名度;在顶层规划和政策监管上,加强政府引导和规范,提升整体服务水平。

With the implementation of the strategy of rural revitalization and the construction of Guangdong-Hong Kong-Macao Greater Bay Area,the Five Counties of Jiangmen,a famous hometown of overseas Chinese,have made some achievements in the development of their country B&Bs by exploiting the local agriculture,culture and tourism resources.But on the whole the quality of these B&Bs is poor,because the resources have not been effectively integrated into the B&B industry.The country B&B industry in the Five Counties region should take advantage of the integration of culture,tourism and agriculture,enhance the consciousness of resource integration in product development,optimize the structure of“B&B+”products and extend the B&B industry chain;in product design,the characteristics of“overseas Chinese”and“country/hometown”should be highlighted so as to offer B&B experiences with characteristics of the Five Counties;in operation and management,marketing models should be innovated with the help of network new media technology,more efforts should be made in online marketing so as to add to the popularity of B&Bs;in terms of top design and supervision,strengthen government norms and guidance to improve overall level of service.